Paul Laughlin

Building real relationships, from valentine to business

So, the romance day of the year - Valentine's Day - is now behind us. It is surely a time when people think about their relationships. Beyond their significant other, though, I wonder if many business leaders spare a thought for their work-related relationships? I ask...

How to set goals that you deliver in 2016

Goal setting is trending at this time of year, so let me share what works for me. Amongst the many posts shared & goal-setting courses being marketed right now, most writers reference the average failure rate. Even the term "New Year's Resolutions" is now synonymous...

What did you think about after your wedding?

Enjoying the emotions of the event of my second son's wedding, last Saturday, was the highlight of our family's year. After the drama of the ceremony (including the comedy of a fire alarm that wouldn't give up), we enjoyed great food at the reception, moving...

Do you know which rules to break or laws to follow?

Some authors and industry experts have real staying power. Despite how much change happens in that industry, they manage to adapt and stay relevant to their readers/customers. Such an accolade can surely be made about Don Peppers & Martha Rogers. In that way they live…

Are Softer Skills for Analysts being neglected?

Are you neglecting the development of softer skills in your analysts? Talking to Customer Insight Leaders recently, including at the very pleasant DataIQ Talent Awards, it would seem they are. When sharing the experience of Laughlin Consultancy, that training for analysts in softer skills...

Planning your analysis with a model for greater value

Do you, or your team, spend sufficient time planning your analysis? When training analysts how to deliver more value, two topics have proved the most popular. One is training in socratic questioning techniques; to get to the real business need. The other is the 9 step…

Measuring Marketing Effectiveness

When speaking about the power of converging different technical disciplines to yield customer insights, it's common for the conversation to focus on converging analytics & research for proposition insights. However, another rich territory for seeing the benefit of multiple technical customer insight (CI) disciplines is the measurement...

Creating a Customer Insight Strategy

Too few companies have a Customer Strategy, let alone a Customer Insight (CI) Strategy. At least, that's my experience. In fact many business strategies that I've seen, which seek to pepper their presentation with customer language, if you look closer are really channel strategies...

Recruiting & retaining analytical talent

The well trailed difficulties in recruiting data scientists or other analytical roles, followed by the equivalent challenge in retaining them long enough to recoup your investment, have been likened to ‘talent wars’. There are hotspots around the UK, but it seems all areas to some extent...

Awards & trends for Database Marketing 2015

As we get used to being in February already, it's time to bring our series on awards & trends for different technical areas to a close. This week it's the turn of the fourth quadrant in Holistic Customer Insight, that is the critical work...

Awards & trends for Analytics 2015

Following research & data, in our series on awards & forecast trends for 2015, it's the turn of analytics. Surprisingly, given the level of press attention these days on the topics of Predictive Analytics or Data Scientists, there are few awards dedicated to celebrating excellence in...

Awards & trends for Data 2015

Following on from our first post about awards & trends for research professionals, this week we turn our attention to data teams. Foundational to holistic customer insight, in the past they have too often been neglected as a cinderella services within the insight department. However, that...

Awards & trends for Research 2015

Even though we are still fresh into a new year, it is around this time that we often see a spate of awards and pundits forecasting the key trends for the year. A few of these have caught my eye so I thought I'd...

3 tips for maximising your Data team

This is the last in our series of 3 top tips for each of the technical teams that make up a fully effective Customer Insight department. I’ve already shared tips for database marketing, research and analytics teams. Now, last but definitely not least, your...

3 tips for maximising your Analytics team

Following on from tips for your research and database marketing teams, this week we turn our attention to the 3rd quadrant of customer insight, your analytics team. So, without further ado, here are 3 top tips for maximizing the impact of your analytics team (mostly lessons...

3 tips for maximising your Database Marketing team

The latest in our series of ‘top tips’, are some thoughts on getting the most out of your Database Marketing team. By this name (or DBM), I mean the team who provide the selections for targeted direct marketing or pre-scored leads for inbound channels. This may involve your team also...

3 tips for getting the most out of your research team

Starting with this post, I am going to share a weekly series of ‘3 top tips’ for maximising the value of each of the different technical teams within a Customer Insight department. This content is intended to complement our previous focus on holistic customer insight.…

Offshoring Analytics: Is it worth it?

There has been much on LinkedIn and Twitter in recent months about the shortfall in analytical resource, for the USA & UK especially. Several years ago I had the learning experience of attempting to offshore part of my analytics function to India, Bangalore to be precise....

Book review: Outside In

This book has a dull cover and lacks any colour graphics within its pages. So, if you spot it, you might not be enthused. However, persistence is rewarded, as there is much customer experience and customer insight leaders can learn in here. Written by a...

Customer Effort Score remember the NPS wars

Many commentators have recently debated the relative merits of Customer Effort Score (CES) verses Net Promoter Score (NPS). As a leader who remembers the controversy that surrounded NPS when it first came to dominance, the parallels are concerning. I still recall the effort wasted trying...

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